In a candid chat with Hospitality News ME, Bani Haddad, founder and managing director of Aleph Hospitality, discusses his latest partnership with France-based Fauchon Hospitality and what he has in store for the future.
What can you tell us more about your latest partnership agreement?
From market research, we learned that there was a demand for new and glamorous brands, offering something completely different in terms of experiences. At the same time, Fauchon Hospitality was looking to expand in the region. During our discussions, both sides realized that we added great value to each other. So, in February, we signed an exclusive agreement for Aleph Hospitality to grow and operate the legendary brand’s luxury hotel portfolio in the Middle East and Africa. Aleph has hotel management expertise and operational knowledge locally, while the Fauchon L’Hotel concept addresses a market need for boutique lifestyle hotels.
What are your plans for Fauchon L’Hôtel and which countries are you interested in taking the brand to?
We are looking to grow the brand in the key regional cities in the GCC but also in Morocco, Egypt, Tunisia and some other key African gateway countries. The Maldives and Seychelles are also in our sights.
Besides the cosmopolitan boutique hotel, we are planning to develop Fauchon retreats, residences and probably beach clubs in exceptional locations with superior culinary concepts and indulgent private services beyond the
usual five-star experience. Given the exclusive positioning of Fauchon L’Hotel, we are limiting the number of hotels to about 10 in the region over the next five to seven years.
Are there any new partnerships, collaborations or projects in the pipeline?
We are currently discussing a couple of niche concepts that we believe could add value to the region’s offering. In the pipeline are also some potential partnerships with F&B brands, a growing area of interest for us. F&B development is a natural extension of our hotel management services, adding significant value to our hotel portfolio.
We are always open to discussing our services with brands interested in expanding their footprint in the Middle East and Africa. After seven years of growth, I feel confident in saying that the Aleph team’s experience in hotel management is an asset for any hotel brand or owner.
How do you evaluate the current state of the hospitality industry?
The post-Covid period is witnessing an unexpected rebound in travel. The overall performance of hotels is more than satisfactory, which is restoring investors’ confidence. We are hopeful and excited for the future.
This is also an interesting period, as we are witnessing a significant shift in the hotel offering. Driven by guest requirements, experiential stays are on the rise. For many travelers, especially the new generation, the emphasis is on unique and authentic experiences.
The GLAM acronym, which stands for gourmet, location, arty/artisans, and mes dames, serves as the foundation of Fauchon’s marketing strategy and offers experiential stays with a hint of legendary grandeur that caters to guests’ desires.